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QUARTERLY of the INDUSTRIAL DESIGNERS SOCIETY of AMERICA Spring 2012 QUARTERLY OF THE INDUSTRIAL DESIGNERS SOCIETY OF AMERICA SPRING 2012 FORM EVA ZEISEL n SHOWCASE n WHO WE ARE IS... THE FUTURE IDSA 2012 INTERNATIONAL CONFERENCE . BOSTON 8.15.12 . PEOPLE TECHNOLOGY BUSINESS The Future Is... BOSTON 8.15.12 Get ready for a conference that ignites: IMAGINATION. EMOTION. SENSES. PASSION. INTELLECT. CREATIVITY. The Future Is... about US. –Austen Angell, 2012 Conference Chair Find out more and register: http://www.idsa.org/idsa-2012-international-conference QUARTERLY OF THE INDUSTRIAL DESIGNERS SOCIETY OF AMERICA SPRING 2012 ® Publisher Executive Editor Managing Editor Advertising Annual Subscriptions Roxann Henze Mark Dziersk, FIDSA & Designer Katie Fleger Within the US $60 IDSA Managing Director Karen Berube IDSA Canada & Mexico $75 555 Grove Street, Suite 200 LUNAR | Chicago K.Designs 555 Grove Street, Suite 200 International $110 Herndon, VA 20170 [email protected] 3511 Broadrun Dr. Herndon, VA 20170 P: 703.707.6000 x102 Fairfax, VA 22033 P: 703.707.6000 x104 Single Copies F: 703.787.8501 Advisory Council P: 703.860.4411 F: 703.787.8501 Fall/Yearbook $35+ S&H [email protected] Gregg Davis, IDSA [email protected] [email protected] All others $17+ S&H www.innovationjournal.org Alistair Hamilton, IDSA [email protected] Contributing Editor Jennifer Evans Yankopolus ® The quarterly publication of the Industrial Designers Society of America (IDSA), Innovation provides in-depth coverage of design issues and long-term trends while communicating the value of design to business and society at large. FORM PATRONS OF INDUSTRIAL DESIGN EXCELLENCE 16 Form Is Function 43 The Formlessness of Form by Tucker Viemeister, FIDSA and Contemplative Biology INVESTOR Guest Editor by Steven Skov Holt, IDSA IDEO, Palo Alto, CA; Shanghai, China; 18 Design to Touch, Use 48 Communicating Design Cambridge, MA; London, UK; San Francisco; & Inhabit Intent with Form: Visual Munich, Germany; Chicago; New York by Bill Moggridge, FIDSA Intelligence Jerome Caruso Design Inc., Lake Forest, IL by Jeffrey Kapec, IDSA Masco, Taylor, MI 20 Bringing Form to Light: Designing with a New 52 Eva Zeisel Tribute Procter & Gamble, Cincinnati, OH Lighting Technology Webb deVlam Chicago, Chicago, IL Additional Contributors: Ayse Birsel, by Michael McCoy, IDSA Scott Wilson, IDSA, Ross Lovegrove CULTIVATOR 22 FORM Altitude, Somerville, MA by Karim Rashid FEATURES Cesaroni Design Associates Inc., Glenview, IL 25 A Form Speaks a 14 The Designer’s Dilemma, Continuum, Boston; Los Angeles; Milan, Italy; 3 Thousand Words Portfolio and Matrix: Seoul, South Korea; Shanghai, China Feeding the Development by Gregg Davis, IDSA Crown Equipment, New Bremen, OH Pipeline by Jim Kendall, IDSA 28 This Is Rhythms Dell, Round Rock, TX by Karen Gaylord IN EVERY ISSUE Design Concepts, Madison, WI Eastman Chemical Co., Kingsport, TN 32 Industrial Design and Its 4 From the Executive Editor Education: Defining Its Hewlett-Packard, Palo Alto, CA by Mark Dziersk, FIDSA Visual Responsibility IDI/Innovation & Development Inc., 7 Design Defined by Kathryn Filla and Martin Skalski Edgewater, NJ by Allen Samuels, IDSA Lunar Design Inc., Palo Alto, CA 38 Hands & Minds 8 Letters to the Editor Metaphase Design Group, St. Louis, MO by Hartmut Esslinger 10 Book Review Nokia Design, Calabasas, CA 40 The Transformative Power by Scott Stropkay, IDSA Smart Design, New York; San Francisco; of the Design Studio: The 11 A Look Back Barcelona, Spain Path to a Black Belt in by Carroll Gantz, FIDSA Stanley Black & Decker, New Britain, CT Design by Peter Chamberlain, IDSA 54 Showcase Teague, Seattle, WA and Craig M. Vogel, FIDSA 64 Signposts Tupperware, Worldwide by Alistair Hamilton, IDSA Charter Patrons indicated by color. Statement of Ownership Ave. Year Single Publication: Innovation Total Number of Copies: 4,531 4,725 Publication Number: Vol. 31, No. 1 Paid/Requested outside county: 3,913 5,962 For more information about becoming a Filing Date: 9/21/11 Paid in county: 0 0 Issue Frequency: Quarterly Sales through dealers/carriers: 0 0 Patron and supporting IDSA’s communication No. of Issues Published Annually: 4 Other classes mailed through USPS: 298 313 and education outreach, please contact Annual Subscription Rate: Total paid: 4,092 6,275 $60 Domestically, $110 Internationally Free distribution outside county: 0 0 Dawn Hatzer at 703.707.6000 x119. Mailing Address: 555 Grove Street, Suite 200 Free distribution inside county: 0 0 Herndon, VA 20170 Free distribution mailed through USPS: 0 0 Mailing Address for Headquarters: Same as above Free distribution: 94 0 Owner & Publisher: Industrial Designers Society of America, Total distribution: 4,186 6,275 555 Grove Street, Suite 200, Herndon, VA 20170 Copies not distributed: 775 647 Managing Editor: Karen Berube Total: 4,961 6,922 Issue Date for Circulation Data: 6/21/2011 QUARTERLY OF THE INDUSTRIAL DESIGNERS SOCIETY OF AMERICA SPRING 2012 Cover photo: Shadow of an Eva Zeisel pitcher. Tucker Viemeister, FIDSA Advertisers’ Index INN OVAT I O N Innovation is the quarterly journal of the Industrial Designers Society of America (IDSA), the 2012 IDSA Conference c2 F O professional organization serving the needs of US industrial designers. Reproduction in whole RM SPRING 2012 FORM 1 LaFrance Corp. EVA ZEISEL n SHOWCASE n WHO WE ARE or in part—in any form—without the written permission of the publisher is prohibited. The opinions expressed in the bylined articles are those of the writers and not neces- c4 Lunar sarily those of IDSA. IDSA reserves the right to decline any advertisement that is contrary c3 PTI to the mission, goals and guiding principles of the Society. The appearance of an ad does 9 Stratyasys not constitute an endorsement by IDSA. All design and photo credits are listed as provided by the submitter. Innovation is printed on recycled paper with soy-based inks. The use of IDSA and FIDSA after a name is a registered collective membership mark. Innovation (ISSN No. 0731-2334 and USPS No. 0016-067) is published quarterly by the Industrial Designers Society of America (IDSA)/Innovation, 555 Grove Street, Suite 200, Far Left: Jessica Rosenkrantz and Jesse Louis- Herndon, VA 20170. Periodical postage at Sterling, VA 20164 and at additional mailing Rosenberg for Nervous System offices. POSTMASTER: Send address changes to IDSA/Innovation, 555 Grove Street, Suite 200, Herndon, VA 20170, USA. ©2012 Industrial Designers Society of America. Vol. 31, No. 1, 2012; Library of Congress Catalog No. 82-640971; ISSN No. 0731-2334; USPS 0016-067. By Hartmut Esslinger [email protected] n www.creativeDNAaustria.com Hartmut Esslinger is the founder of frog, an entrepreneur and a teacher. HANDS & MINDS ince I can remember, I always wanted to create and make something. I could recognize any car, motorcycle or truck. (Yes, there weren’t that many models on German roads in 1948.) I drew S them well, and I also tried to make models from bark and wood. After I spent vacations with my relatives at the Rhine River and the North Sea, I added boats and ships. My great luck was to grow up in a tiny village where my ed my own shop under our roof. However, life became more parents had rented an apartment in a farmhouse. Georg complex: My teachers didn’t care for creativity, and even Gauss, the farmer, was also the village carpenter, which though I was still an honor roll student, they scolded me for meant that there was a building next to the farmhouse with all the “senseless stuff” I did, such as filling notebooks with a wonderful workshop. It was my paradise, sketches of cars, bikes, ships and airplanes, and I became Mr. Gauss’ nightmare, until for which I was frequently ejected from the he gave up and assigned me a small table “Ideas are the notes, classroom. When I then started to build with some tools. model airplanes—around the corner there but model making is On the other side of the house was was a true fanatic who also gave credit—and the school: one class for all eight grades. I the orchestra.” began to play American music, my parents went to the class at the age four because it —frog mantra became concerned. For them, I was clearly was the coolest place. Mr. Hahn—a highly on the path down into the gutter. It didn’t qualified teacher, who had escaped the Nazis into our pietis- help that as part of their business my parents met fashion tic enclave—in hindsight, was way overqualified; he later designers, most of whom actually affirmed my parents’ fears became the principal of a high school in Stuttgart. But then as they tried to make me into an “orderly German.” again, he was our lucky break: Of the students entering his My mom began to burn my sketchbooks; my dad at class during my four “official” years, six of the nine students least funneled my energy toward toy trains. I had a large table qualified for high school and two went on to college: Klaus in my room, and aside from the trains and rails I built an entire Henning, a great painter and sculptor, and myself. Now, landscape with a village using paper, plaster, matches and why did Klaus and I make it as creative children when all small things that I found in the junk buckets at a hardware German educational models were—and still are—rational store nearby. At 14 when I decided to start a rock ’n’ roll and rewarded logical traits rather than visceral ones? Well, band, I got an electric guitar, which my parents regretted Mr. Hahn offered a deal: When your grades were great, you greatly—due to lack of money I also had to build some instru- had the freedom to do what you liked.
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